TUMI, the international travel, business and lifestyle accessory brand, has turned packing into an art form with the latest iteration of its successful Asia Global Citizens campaign. Themed around “Perfecting the Pack”, TUMI blends personality, travel and rituals to tell the story of how packing can extend beyond a simple routine.
Now into its fourth consecutive season, TUMI’s Global Citizens campaign spotlights the journeys of movers and makers in pursuit of their passions, crafting powerful stories that emotionally connect with its present and future consumers. The new campaign brings together six avid travelers from China, Hong Kong, Indonesia, Korea, Malaysia and Singapore, showing them in action as they begin their journeys by perfecting the pack.
“TUMI’s Asia Global Citizens campaign takes inspiration from our customers – travel-enthusiasts, people with purpose – to showcase what it truly means to live life on the move,” explains Fernando Ciccarelli, Senior Vice President and Managing Director of TUMI Asia Pacific. “This season, we have taken our brand’s storytelling a step further, infusing personality into the ritual of packing that we believe will resonate and inspire Global Citizens everywhere.”
The featured Asia Global Citizens include, Malaysian entrepreneur, Bryan Loo, Farah Quinn, chef and TV personality from Indonesia and Dr. Georgia Lee, medical doctor and founder of DrGL, Singapore. Joining them are NaYoon Koo, a Gallerist from Korea, Hong Kong Fashion Designer, Kay Wong and Wei Lai, a renowned photographer, from China.
Whether for work or for leisure, the campaign delves into each Global Citizen’s personal travel journeys and reveals the different routines they perform as they pack for their trips. Tumi, as a leading luxury travel brand, is committed to creating the best tools to meet the demands and itineraries of the modern traveller, empowering Global Citizens on their journeys.
In Perfecting the Pack, TUMI showcases how, regardless of their packing personality, its diverse range of business and travel essentials complement the lifestyle of the Global Citizen.